Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity
De Pelsmacker, Patrick, Geuens, Maggie, Anckaert, PascalVolume:
31
Language:
english
Journal:
Journal of Advertising
DOI:
10.1080/00913367.2002.10673666
Date:
June, 2002
File:
PDF, 1.92 MB
english, 2002